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Top stories summarized by our editors
4/9/2021

Forty-six percent of executives say their company's budget for social media marketing will grow by up to 100% during the next three years and 78% of consumers who have positive engagement with brands say they will purchase from those brands, according to a survey by The Harris Poll for Sprout Social. "US companies today rely more on social media than any other communications channel for virtually all critical business activities," says The Harris Poll's Anna Ginovker.

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Marketing Dive
4/9/2021

72andSunny is helping people break up with their cream cheese "autopilot purchase" in favor of Tillamook in a campaign that includes a breakup hotline and introduces the "eligibles" -- cream cheese replacements from the brand. The hotline features a prerecorded message from Bustle sex and relationship editor Iman Hariri-Kia and breakup stories from other cream cheese fans.

4/9/2021

McCann New York created an "Unbreakable Controller" for Verizon Fios -- a gaming controller that's impossible to destroy, even when gamers get angry with "laggy internet." A spot features gaming influencer Nate Hill of FaZe Clan and friends trying to break the device while copy reads, "An Unbreakable Controller won't solve your lag frustration. But Verizon Fios can."

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Verizon FiOS, Verizon
4/9/2021

National Geographic is celebrating Earth Day on April 22 with a virtual concert the evening before, available on a dedicated site and YouTube that will feature Willie Nelson, Ziggy Marley, Rostam and other artists performing from their favorite places around the world. The company's first livestream on TikTok will feature music from Jayda G., and the campaign includes an Earth Day playlist on Spotify.

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Adweek
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Ziggy Marley, Willie Nelson, YouTube
4/9/2021

The market for online games and videos was worth a total of $330 billion during 2020, ABI Research reports. Pandemic-related lockdowns were a factor as gaming increased 22% from 2019 and subscription revenue for streaming video passed $69 billion.

4/9/2021

A chip shortage probably won't keep Apple from releasing the iPhone 13 this September, as sources say the shipment schedule of A15 Bionic chipsets is actually ahead of predictions. The A15s reportedly have 5% better performance and use 10% less power than their predecessors.

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TechRadar
4/9/2021

Barbara McHugh, MLB's senior vice president of marketing, talks in this podcast about attracting a younger audience via social media. McHugh discusses why the league ran a "Major Fest" program on Twitch for opening day, enabling players to create behind-the-scenes social content, employing "Live Content Creators" at games and engaging fans via its "MLB Originals" on YouTube.

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YouTube
4/9/2021

Nationally recognized communications professional Laarni Rosca Dacanay recounts recent hate crimes and discusses how she's been teased because of her Asian American and Pacific Islander heritage and oftentimes felt invisible. As a member of the PRSA National Diversity & Inclusion Committee, she invites others to join efforts and speak out against Asian racism and offers a link for tips to taking action.

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PRSAY
4/9/2021

Away is spoofing the SkyMall catalog to showcase how a collection of new travel products can also be used for staycationers, such as models wearing neck pillows while watering plants or donning travel blankets to stay warm while playing baseball in the yard. The catalog, sent to 400 of the brand's top fans and available digitally, is being promoted with TikTok influencers, and fans can try out an augmented reality filter and 1990s-inspired animated GIFs.

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SkyMall
4/9/2021

Marketers can help consumers make ethical purchase decisions by educating audiences on what terms such as "eco-friendly" mean for their company, being certified by verified third-party partners and using interactive technology such as augmented reality on labeling or messaging to showcase how their products make a difference, writes Unconquered's Jonathan Hanson. "Marketers have an opportunity to create real environmental and societal progress by educating the general public," Hanson writes.

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Adweek